The city is in ''dire financial straits'' and ''has no leadership,'' said the $577 ad, placed in the Seminole Sentinel by the Growth Control political action committee.

Longwood's ''successful, competent business persons'' were asked to overlook the ''time constraints, the normal media and public harassment and a myriad of other rationalizations'' and to seek ''just one'' two-year term on the commission.

The ad was the latest round in Binford's ongoing battle with Longwood. In July he sued the city demanding $200, $80 an hour, for the time he was kept waiting at a design review board meeting. Commissioners settled with him last month for $1 and a public apology.

The committee lists Binford as its deputy treasurer, and it paid for the ad with a check that Binford signed.

The ad said the committee based in Winter Springs will not endorse Longwood candidates in the election. Qualifying for the city's Dec. 2 elections will begin Oct. 3 and end Oct. 17.

''It's really tough getting good, competent people to run. This problem is not unique to Longwood,'' Binford said. ''We really need good business people, not someone who is out to feed his ego or who has an ax to grind.''

Commissioner Larry Goldberg, who is up for re-election this year, called the ad a cheap shot and said it is misleading because it fails to mention the city's recent accomplishments, such as correcting severe drainage problems and restoring harmony within the city bureaucracy.

''I think they're tearing down a great little city,'' said Goldberg, who also is Longwood's part-time, commission-elected mayor. ''These people should help the city instead of trying to tear it down.''

The same Growth Control committee gave Goldberg $100 in December 1984 when he challenged an incumbent commissioner.

Goldberg is the only incumbent seeking re-election. Commissioner Perry Faulkner said Thursday he will not seek another term.

Faulkner would not comment about the ad except to say he had checked and was satisfied that the ad was placed by a political action committee registered with the state.

Binford, who lives in rural eastern Seminole but frequently does business in Longwood, said he has been encouraging business people -- primarily developers -- to run.

According to campaign reports, the committee has donated $5,150 to candidates during the last two years, including many running for city and county offices.